![]() ![]() Over the years, this accumulated to become an archive of 8,000+ individual articles. Like Mashable, Darren grew Problogger by writing superhuman volumes of content (5-10 posts per day). So what did Darren do that worked so well? “You’ve got 6 months to make blogging full time” – Darren’s wife Oh, and he also had a motivating ultimatum from his wife: What’s particularly impressive is that Problogger is just one of 20 or so blogs that Darren runs.ĭarren puts his success down to a combination of being among the first to blog about blogging, writing actionable content, having authenticity, and sticking to it over the long run. Since launching Problogger in 2004, Darren Rowse and his team have posted over 8,000 blog posts. How did ProBlogger reach millions of readers? But lots of other tech blogs were also launched in or before 2005 – that’s where frequency and persistance set Mashable apart. If Pete launched today rather than in 2005, I doubt it’d be anywhere near as successful, his timing was great. To me, the key lessons here are persistance, frequency, and timing. In fact, the keyword ‘Facebook’ is the highest traffic-driving keyword to. With over 35,000 indexed category pages, Mashable generates millions of visits from people searching in Google for brands like ‘Facebook’, ‘Twitter’ and ‘Gmail’. While controversial (but not unusual), have been able to exponentially grow their traffic by ranking for the names of the brands that they write about. ![]() They also shifted their focus towards infographics for a few years (they’ve posted over 900 of them), and started ‘ utilising‘ their domain’s strength a bit more. Mashable hired 43 editorial staff members, increasing their editorial output from 1-5 articles to 7-15 articles per day. Today, Mashable attracts 10x the amount of traffic it did back then, so how did they bridge the gap from 2m visitors to 22m visitors? Within two years, Mashable established itself as the leading blog in technology and digital media and had built an audience of over two million monthly readers. So, that kind of kept me going.” – Pete Cashmore ![]() “I would look at the stats everyday and say, “Have I beaten yesterday?” And almost every day I would have beaten yesterday in terms of the number of people who were reading the site. In an interview with Inc.com, Pete explained that his persistence was fueled by an obsession over seeing his numbers increase, and a lack of desire to go to university or be employed. A look through their archives shows that in the early days Pete would write between 1-5 blog posts per day, usually averaging two or three a day. But what really stood out was how frequently Pete blogged from the very start. had the advantage of being an early adopter in a rapidly growing industry that was becoming of mainstream interest. In 2012, Mashable was valued at $200 million. ![]() In the first year, he worked 20 hour-long days writing articles about technology – with no advertisers. Pete Cashmore launched at age 19 and grew it to two million readers within 18 months. How Mashable reached two million readers in 18 months Knowing your 1%, like these bloggers did, is one hell of a competitive advantage. This post is about effective blogging, and going beyond the 80/20 rule to reach the 52/1 rule, where 1% of your effort drives 52% of the outcome. I also learned how unconventional strategies, such as building a blog in Asian languages, opened the floodgates to millions of visits in under six months. I found out how KISSmetrics systematically increased their weekly traffic by 18.6%. In researching this article, I found out that Mashable wrote one article last month that generated more links and shares than 87 of their posts from 2013 combined. Their founders were smart, or more importantly, had smart strategies. Mashable, ProBlogger, and KISSmetrics didn’t reach millions of people by accident. ![]()
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